Juniper the consultancy has issued new forecasts for the mobile media markets:

Due to a combination of greater 3G adoption and a marked increase in rich media, made for mobile content has the potential to drive mobile entertainment revenues to $47.5bn by 2010.

However they also state that the potential of entertainment service adoption will only be realised if significant improvements are made in areas such as the user interface, network coverage and reduction in the cost of data services.

Juniper state: "Traditionally, services such as ringtones and wallpapers accounted for the bulk of mobile entertainment services. However, usage patterns are changing rapidly with the increasing availability of more sophisticated and attractive content such as streamed and broadcast video, social networking services and multiplayer games, which have been designed specifically for the mobile environment."

Comment: We see an even wider picture emerging, with the mobile phone and the portable digital player merging, and the mobile itself being used for different consumer requirements, for example pay-by-SMS. So transactions via mobile, mobile messaging and accessing content optimized for mobile are on the up, combining to a poewrful opportunity for medai businesses ready to embrace this change.